Did you know that 1 in 3 KOLs is a detractor, meaning they are unlikely to recommend your company’s products or services? Based on responses from over 3000 KOLs in a recent Clear Point Health survey, we found that KOL detraction is often the result of negative interactions with medical science liaisons – for example, MSLs who were perceived as lacking authenticity.
“They need to be more objective. MSLs promote their products too heavily without as much balance as we would like to see. They downplay potential adverse events or try to explain them away.” – KOL survey participant
It’s essential that MSLs demonstrate they are not promoting a product or device, but rather offering unbiased, unfiltered evidence of a product or device’s value. KOLs want to interface with MSLs who are fair and balanced — even with regard to the competition.
“They shouldn’t try to ‘sell’ their product or criticize the competitors. They should be a resource to help physicians understand the risks and benefits of their product.” – KOL survey participant
For more on our findings, as well as information on emerging solutions to accurately quantify MSL impact, join us for this informative webinar. Register now – space is limited.
When: Thursday, November 9, 2017 12:30 pm EST
Duration: 30 minutes
Register now and invite your colleagues for a game-changing webinar that will help you recalibrate your company’s medical engagement strategy for next-level success in 2018. Recalibrate your company’s strategy for next-level success in 2018. We look forward to meeting you.
Paul Meade is a 30-year veteran of the biopharmaceutical industry and founder of Thought Leader Select, a research and consulting firm offering cutting-edge solutions to optimize industry engagement with individual and institutional stakeholders, including key opinion leaders, centers of excellence, integrated health systems, and other health care providers.
Mark Schoeman heads Thought Leader Select’s innovation lab for qualitative insights in healthcare, Clear Point Health. Since 2012, Mark has led dozens of qualitative insights projects that probe the minds of KOLs worldwide, revealing their sentiments for companies and products as well as their preferences for working with industry, including their relationships with MSLs and digital engagement methods.